Few and far between, Google does not usually air commercials during the Super Bowl. However, this year, Google Home will get top billing as the company continues to ramp up advertising for its Assistant and latest line of consumer products.

Released in November, Google Home faces fierce competition from the Amazon Alexa. Most updates, integrations, and new services for the Google Assistant since launch have solely revolved around Home.

While Home is on equal footing with the Pixel in terms of print advertising, Google’s first wholly-made phone has seen more TV commercials, especially during the holiday season with Verizon. Last week’s Q4 earnings noted a 17% year-over-year increase in advertising to $22.4 billion.

Google is being “light-tipped” about what ad will air during Sunday’s game. There are already a number of previous ads that the company could choose from, but it’s also likely that an entirely new ad will premiere.

In terms of Super Bowl advertising, Google does not field an ad every year. However, when the company does, they are usually hits. For example, 2010’s Parisian Love commercial just featuring the iconic Google search box was widely praised.